Game of Thrones

Celebrating 20 Years of “The Song of Ice and Fire”

Game of Thrones is a phenomenon, plain and simple. The recognition and love for the stories has set records for television. Millions gather to watch episodes and millions take to their computers to talk about the latest drama. Rarely is the public so invested in a story, even more rarely is that audience built of adults. However, that phenomenon began with a series of novels entitled, “A Song of Ice and Fire.” This conceptual in-store and digital campaign for Barnes & Noble celebrates the 20th anniversary of the publication “A Game of Thrones,” the first book in the series.

The campaign would include two limited edition redesigns of the cover, as well as accompanying in-store and digital activations, with the goal of the special release being to create an edition of the book that not only new readers of Game of Thrones will want to purchase and read, but established fans of the book series as well. The design of the dust jackets is intended to stand out from the rest of the series- both the original publication and the newer editions, which feature designs based on the show -and be every bit a piece of art as it is a book jacket. Accompanying the the cover update are in-store and digital executions promoting the event, designed with the same aesthetic style as the covers. Short 15 and 30 second ads would run on youtube utilizing motion design to bring movement to the same illustrations on the redesigned covers. Stills and shortened cuts of the video will run as promoted posts on instagram. Within the store, displays would feature stills from the videos, as well as new illustrated scenes.